How eSports engagement affects associations, businesses and the event sector

Esports is at the forefront of a major shift in the habits of how we consume media and interact in online communities. Associations, businesses and the event sector need to adapt to the reality of how a new generation demand engagement through a variety of online platforms.

Since everyone is online all the time, the esports games act as a platform for engagement on multiple levels. And the multifaceted elements of the online gaming ecosystem are starting to bleed into the world of business.

Esports experts considered 2018 a landmark year that cemented the space’s potential as the next billion-dollar industry. Aside from the star-studded line of investors, 2018 saw a new rush of brands into the space. Last year, research firm Newzoo estimated that about 60 percent of the esports market’s revenue would come from sponsorships and advertising. In 2018, a rush of non-gaming companies, from autos to telecom, struck deals and sponsored events, leagues and teams alongside more traditional tech and gaming-related names. Some of the next big non-gaming brands to enter esports will probably be from three primary areas: Quick service restaurants, male grooming and apparel. Also, the biggest esports leagues in the world are only getting bigger to be on par with the traditional sports industry. Creating longer-term deals will establish a more sustainable esports market that companies will also benefit from, according to esports experts.

Engagement is the key. With digital communication and content more effectively threaded throughout a physical experience, so too will the overall event experience become more cohesive and powerful for attendees. Associations, businesses and the event sector need to provide constant value and brain food to customers, wherever they are.